WMG Partners With Outrigger For Online Ads

October 8, 2009 at 6:20 AM (PT)

WARNER MUSIC GROUP and OUTRIGGER MEDIA have entered into a strategic partnership whereby OUTRIGGER, working with marketing executives at WMG’s labels, will identify and secure advertising and brand sponsorships for artists on a variety of online platforms.

"We are thrilled to work with one of the world’s leading music companies and to have a role in what is clearly one of the music industry’s most innovative business models,"” said OUTRIGGER CEO MIKE HENRY. "WMG understands that their most powerful brands are their artists and the significant investments it makes to develop and strengthen those brands creates enormous opportunities for advertisers. The most effective advertising programs will be built around those artists and their intense relationships with the audiences they attract. The extent of those relationships is demonstrated online through the enormous popularity of music videos, original online content, photos, social networks and blogs. By putting the artist at the center of the conversation we’re able to build comprehensive digital partnerships that are both effective and scalable."

"We’re pleased to have found such experienced and forward-thinking partners in OUTRIGGER MEDIA to represent our renowned artists and content to the advertising community. This new partnership enables us to leverage OUTRIGGER’s ad targeting platform to effectively exploit key audiences," said WMG EVP/Digital Strategy and Business Development MICHAEL NASH. "With a majority of our active artists now signed to expanded rights deals, we are constantly seeking ways to build new revenue streams to monetize those partnerships. We look forward to working with OUTRIGGER to help us maximize the value of our artists’ online presence."